“Sales processes have evolved, and the traditional way of selling cars is losing its effectiveness,” wrote Jason Unrau at cbtnews.com. “Dealers and salespeople who resist change and continue to do things the way they’ve always been done can expect their sales numbers in 2018 to slip.”

“If you don’t want to sell as many cars in 2018, keep doing these five things,” he wrote, suggesting, of course, that doing the reverse is more likely to boost your results.

Print advertising

Citing a Journalism.com report, Unrau writes that “newspaper readership in print declined eight percent in 2016 from the previous year. That stat is accelerating as more people read news online and papers are left on the stand. Spending money on print ads was effective in the past, but that tide is turning.” He suggests targeting desired readers online with the help of a digital marketing agency.

Which shoppers to target

“Nearly 80 percent of automotive industry personnel are male … [and] vehicle ads are often highly masculine,” writes Unrau, an automotive specialist with more than 15 years of dealership experience. “In contrast, 65 percent of new-car buyers are women and 80 percent of car purchases are influenced by women.” He suggests creating greater appeal for female shoppers by hiring more female staff, changing the way you advertise, and updating your showroom processes.

Value of the walk-around

Don’t rush or skip this step – or, for that matter, the test drive – if you want to make the most of customers who have entered your showroom. “Build a relationship with the shopper and nurture interest in the car itself with a thorough, knowledgeable walk-around … [and] test drive,” he writes.

Negotiating with customer

“Car buyers spend more than eight hours, on average, researching a car before setting foot in the dealership,” Unrau writes. “They know the list price. … But as soon as price is the focus of the shopping experience, you’ve either lost the sale or all the gross profit. … Negotiate based on terms whenever possible [and] present financing or lease terms to base the conversation on.”

Set yourself apart

“When the car is the focus of the sale, you aren’t setting yourself apart, and the customer has no reason to stay and buy from you,” Unrau writes. He recommends setting your dealership apart from others in the area selling the same product by making shopping a dealership experience. “Show the customer what makes you different, both personally and as a company.”